Ecommerce Marketing * Top Converting Landing Pages

Pay Per Click - Paid Search Case Studies

AMBIT Award 2011 KCDMA
Superior Search Engine Marketing Campaign

The Kansas City Direct Marketing Association

At the start of 2011 I was able to gather some great intelligence for TechSkills.edu. I delivered top landing pages with the largest percentage in conversion rates from a few of my affiliate network memberships. TechSkills ended up having 2 highly converting landing pages that included very similiar attributes as the top convertors from 2 of the top affiliate networks. TechSkills went on to win awards for both landing pages achieving extraordinary returns on investment; won the 2011 AMBIT Award For There Top Converting Landing Pages. I gathered all the top converting landing pages from reports I gained access to from my various affiliate marketing site memberships.

Then I delivered the information to a landing page developer who used the landing pages from the reports as models for many of TechSkills and other company's successful landing pages.

Just a few months ago I was given a Google Analytics historical report for FrontDoorFitness.com'sAdwords performance. After a careful keyword analysis, I was successful at pointing out to the client an extra $500 dollars in PPC costs they could free up by eliminating poorly converting keywords. That saves them $6000 for 2011!

Initial website analysis -

competitor keyword research using tools like SEOMoz.orgSpyFu.com, and Google's Keyword Tools, Google Webmaster Tools, Google Analytics, Server Logs (webilizer, plesk, etc). Using a variety of keyword tools along with past campaign consideration is key. Bing Adcenter examines level of competition, existing keyword rankings, and learns from past paid search campaigns.

These are the top 3 search marketing companies that are most commonly used among many search specialists across the United States.

Google Adwords

Microsoft adCenter

Yahoo! Search Marketing

All of my search marketing efforts begin with SEO/SEM audits. Then, I take the following steps when bringing in new client for search marketing campaigns:

Untapped verticals to target.

Once a list of top 100 grossing keywords are achieved, I than note each of their total daily unique visitors that came from search engines. Next, I see where they rank in Google for use in my future PPC/SEO campaigns.

At this time I look to reduce paid search costs by pausing non performing keywords. I than apply the extra budget to the top 100 grossing keywords.

If the keywords don't rank in the top 30, I just put NR. The NR ranking keywords are my first keywords for use in on-page/off-page optimizing. In some cases I gather rankings from Yahoo/Bing. This extra step helps me gain penetration in search engines for highly competitive markets. I like to use Yahoo/Bing rankings for beginning websites because I know that the process of indexing and rankings increase is going to take more time to achieve top rankings.

Next, I take the rank in Google for each keyword, and then multiply the daily unique visitors associated with each keyword by its current position in Google. That way, the keywords and niches with the most opportunity for growth will bubble to the top.

Keyword Maps

Keyword maps bring things into perspective because you get to know the total keyword combinations.

Aside from using online research tools, I have historically practiced the use of keyword maps. Keyword maps layout the groundwork for successfully identifying new, poor performing, or existing keyword rankings, and optimal quality scores for Google Adwords campaigns. By incorporating keywords in all steps of a lead funnel, Google rewards advertisers with reduced PPC costs.

Google Adwords Strategy

Quality Score
Google Alerts - great for daily email alerts to maintain client budget control.
Geo - Location
Main-Keywords
Sub-Keywords
Branded Keywords
Google Analytics

Landing Page Optimization -